The document provides information on how Google and YouTube algorithms work to rank and recommend content. It discusses that Google's search algorithm aims to understand user intent and provide the most relevant results by considering factors like keyword matching, webpage quality and usability. It also explains that YouTube's algorithm personalizes recommendations based on a user's watch history and seeks to maximize watch time by suggesting related videos through playlists and subscriptions. The document emphasizes optimizing video metadata, thumbnails, descriptions and playlists to improve performance under these algorithms.

1. Google and Youtube Algorithm

3. Google Marketshare Worlwide

6. How Google
Algorithm
Works

9. How Google Works
▷ Crawl: Scour the Internet for content, looking over the
code/content for each URL they find.
▷ Index: Store and organize the content found during the
crawling process. Once a page is in the index, it’s in the
running to be displayed as a result to relevant queries.
▷ Rank: Provide the pieces of content that will best answer a
searcher's query, which means that results are ordered by
most relevant to least relevant.

10. Steps involved in google search algorithm
 Meaning of your query
 Relevance of webpages
 Quality of content
 Usability of webpages
 Context and settings

11. Meaning of your query
▷ To return relevant results for your query, google first need to establish what
information you’re looking forーthe intent behind your query.
▷ Understanding intent is fundamentally about understanding language, and is
a critical aspect of Search.
▷ Google build language models to try to decipher what strings of words
google should look up in the index.
▷ This involves steps as seemingly simple as interpreting spelling mistakes, and
extends to trying to understand the type of query you’ve entered by applying
some of the latest research on natural language understanding.
▷ Beyond synonyms, Search algorithms also try to understand what category
of information you are looking for.
▷ A particularly important dimension of this query categorization is our
analysis of whether your query is seeking out fresh content.

12. Relevance of webpages
▷ Next, algorithms analyze the content of webpages to assess whether the page
contains information that might be relevant to what you are looking for.
▷ The most basic signal that information is relevant is when a webpage contains the
same keywords as your search query.
▷ If those keywords appear on the page, or if they appear in the headings or body of
the text, the information is more likely to be relevant.
▷ Beyond simple keyword matching, we use aggregated and anonymized interaction
data to assess whether search results are relevant to queries.
▷ We transform that data into signals that help our machine-learned systems better
estimate relevance.
▷ These relevance signals help Search algorithms assess whether a webpage contains
an answer to your search query, rather than just repeating the same question.

13. Quality of content
▷ Beyond matching the words in your query with relevant documents on the web, Search
algorithms also aim to prioritize the most reliable sources available.
▷ To do this, our systems are designed to identify signals that can help determine which
pages demonstrate expertise, authoritativeness, and trustworthiness on a given topic.
▷ Google look for sites that many users seem to value for similar queries.
▷ For example, if other prominent websites link to the page (what is known as PageRank),
that has proven to be a good sign that the information is well trusted.
▷ Aggregated feedback from our Search quality evaluation process is used to further
refine how our systems discern the quality of information.
▷ Spam algorithms play an important role in establishing whether a page is low-quality
and help Search ensure that sites don’t rise in search results through deceptive or
manipulative behavior.
▷ Google’s webmaster guidelines outline the techniques that characterize such low-
quality spam sites, including buying links that pass PageRank or sneaking invisible text
onto the page.

14. Usability of webpages
▷ When ranking results, Google Search also evaluates whether webpages
are easy to use.
▷ When google identify persistent user pain points, we develop algorithms
to promote more usable pages over less usable ones, all other things being
equal.
▷ These algorithms analyze signals that indicate whether all our users are
able to view the result, like whether the site appears correctly in different
browsers; whether it is designed for all device types and sizes, including
desktops, tablets, and smartphones; and whether the page loading times
work well for users with slow Internet connections.

15. Context and settings
▷ Information such as your location, past Search history and Search settings all help us
to tailor your results to what is most useful and relevant for you in that moment.
▷ Google use your country and location to deliver content relevant for your area. For
instance, if you’re in Chicago and you search “football”, Google will most likely show
you results about American football and the Chicago Bears first. Whereas if you
search “football” in London, Google will rank results about soccer and the Premier
League higher.
▷ Search settings are also an important indicator of which results you’re likely to find
useful, such as if you set a preferred language or opted in to SafeSearch (a tool that
helps filter out explicit results).
▷ In some instances, google may also personalize your results using information about
your recent Search activity.
▷ Search also includes some features that personalize results based on the activity in
your Google account.

16. Understand the AdWords Algorithm
16

17. Understand the AdWords Algorithm

23. Adword Keyword Types

24. Each Campaign
must include
minimum 10
adgroups
Adgroups in
each campaign
10+
Ads in every
adgroup
5-7
Every Campaign
must consist
more than 1000
keywords
Keyword
1000+
Each campaign
has 3 variations -
Exact Match,
Broad Match,
Phrase Match
Variations
3
Every adgroup
have 5-7 ads
according to the
keywords and
usps
3-4 times
campaign
optimization in a
day
Times Daily
Optimization
3-4
▷ Location specific campaigns, keywords and ad copies
▷ Targeted keywords, USPs and landing page information always inluded in all the adcopy
Our Structure of Adword Campaign

25. 25

29. How does the YouTube algorithm
work?
▷ YouTube’s algorithm serves the most relevant, personalized
videos to their users on five different sections of their platform:
search
home & suggested videos
trending
subscriptions
▷ By helping users find the videos they’re most likely to watch and
enjoy, YouTube can keep viewers on the platform for as long as
possible and get them to visit their site regularly.

30. Search
▷ The two biggest factors that affect
your videos’ search rankings are its
keywords and relevance.
▷ When ranking videos in search,
YouTube will consider how well your
titles, descriptions, and content match
each users’ queries.
▷ They’ll also consider how many videos
users’ have watched from your
channel and the last time they
watched other videos surrounding the
same topic as your video.

31. Home & Suggested Videos
▷ No two users will have the same
experience on YouTube -- they
want to serve the most relevant,
personalized recommendations to
each of their viewers.
▷ To do this, they first analyze users’
activity history and find hundreds
of videos that could be relevant to
them.

32. Home & Suggested
Videos
▷ Then, they rank these videos by how
well each video has engaged and
satisfied similar users, how often
each viewer watches videos from
each channel or other videos
surrounding the same topic, and how
many times YouTube has already
shown each video to users.
▷ YouTube has also noticed users tend
to watch more content when they
receive recommendations from a
variety of channels, so they like the
diversify their suggested videos feed
and users’ homepages.

33. Trending
▷ The trending page is a feed of new
and popular videos in a user’s
specific country.
▷ YouTube wants to balance
popularity with novelty when
they rank videos in this section, so
they heavily consider view count
and rate of view growth for each
video they rank.

34. Subscriptions
▷ YouTube has a subscriptions page
where users can view all the
recently uploaded videos from the
channels they subscribe to.
▷ But this page isn’t the only benefit
channels get when they acquire a
ton of subscribers.

35. ▷ To determine rankings on their
platform, YouTube uses a metric
called view velocity, which
measures the number of
subscribers who watch the video
right after it's published. And the
higher video’s view velocity, the
higher videos will rank.
▷ YouTube also accounts for the
number of active subscribers you
have when they rank the videos.
Subscriptions

36. When it matches a video to a potential viewer, the algorithm looks at
personalization:
▷ Which channels and topics have they watched in the past?
▷ What have they engaged with in the past?
▷ How much time do they spend watching?
▷ How many times has this video already been surfaced for this
person?
▷ What don’t they watch?
Search results are based on factors like:
▷ Your video’s metadata (title, description, keywords) and how well
those match the user’s query
▷ Your video’s engagement (likes, comments, watch time)

37. How to Optimize
Videos for YouTube’s
Algorithm

38. 1. Keyword-optimized your video title

39. 2. Write titles designed to maximize CTR

40. 2. Write titles designed to maximize CTR
▷ Unlike Google, YouTube has confirmed that they use click-
through-rate as a ranking signal.
▷ In fact, a YouTube research paper states that, when it comes
to recommending videos to users:
“To evaluate recommendation quality we use a combination of
different metrics. The primary metrics we consider include click
through rate (CTR), long CTR (only counting clicks that led to
watches of a substantial fraction of the video)…”
– The YouTube video recommendation system, Research Gate

41. 3. Write keyword-rich, SEO-friendly video descriptions
▷ According to YouTube, short
descriptions like this really hurt your
video SEO.
▷ In fact, they officially recommend long
descriptions:
“Write full descriptions: up to one to two
paragraphs. Some creators only put their
social media links in the description,
potentially missing out on a lot of extra
views.”
– YouTube Creator Academy

42. 4. Optimize your video tags
▷ It’s no secret that YouTube tags are HUGE for SEO.
▷ Tag your video with popular keywords that relate to your topic.
▷ Use 2-3 tags that include your target keyword… and close variations.
▷ Add 2 tags that describe your video’s topic using words that aren’t in
your main keyword.
▷ Add 1-2 tags that represent your high-level industry or vertical.
For example, check out this video from my channel that’s optimized around
the keyword “link building”.
A handful of the keywords are either actual keyword or long tail versions
of that term.

43. Others are other ways
of describing the
video’s topic.
And three of them give
YouTube context about my
video’s broad, overall
category.

44. 5. Categorize your video.
▷ Once you upload a video, you can categorize it under "Advanced settings." Choosing
a category is another way to group your video with similar content on YouTube so it
winds up in different playlists and gains exposure to more viewers who identify with
your audience.
▷ In fact, YouTube's Creator Academy suggests marketers go through a
comprehensive process to determine which category each video belongs in.
▷ It's helpful, the guide writes, "to think about what is working well for each category"
you're considering by answering questions like:
Who are the top creators within the category?
What are they known for and what do they do well?
Are there any patterns between the audiences of similar channels within a given
category?
Do the videos within a similar category have share qualities like production value,
length, or format?

45. 6. Use Thumbnails That Stand Out
▷ YouTube reports that “90% of
the best performing videos on
YouTube have custom
thumbnails.”
▷ As you know, the YouTube
platform is mostly red, white and
black.
▷ So to stand out, you want to use
colors that aren’t red, white and
black in your thumbnails.

46. 7. Create (and Promote) Optimized Playlists
▷ Playlists dramatically increase your “Session Time”.
▷ Session Time is the amount of time someone spends on YouTube after
they start watching your video.
▷ And Session Time is a ranking factor that YouTube cares about… A LOT.
▷ In fact, YouTube says this about Session Time:
“Your channel also gets a boost when people watch anything anywhere in
YouTube after watching your content.…and when you make content that
makes people watch more from your channel, then you’re helping us out.” –
YouTube Creator Academy
▷ Let’s say someone starts watching your video. And after they’re done,
they watch another video.

47. This time, your video is KEEPING people
on YouTube. So they’re going to promote
it.
And that’s where playlists come in…
When someone’s done watching a video in
a playlist, it automatically plays another
video.
In other words, playlists automatically
improve your Session Time.

48. 8. Promote Videos To Your Audience
▷ Just like with blog content, you need to give your YouTube videos a little
“push” to get going.
▷ That push can include sharing clips of your video on social media.
▷ Sending an announcement to your email list.
▷ If your video is optimized for Watch Time, that initial push is all you need to
get going. YouTube will pretty much take care of the rest.
▷ A responsive channel ranks better than the channels that do not interact
with the viewers. Start replying to the comments and take feedback from
there so that the viewer interaction increases. This greatly assists in
improving your YouTube ranking.

49. 9. Turn Viewers Into
Subscribers
▷ You probably know that you can link to
external sites in your Channel Art. But
what you may not know is that you can
sneak in an extra subscribe button
there.
▷ All you need to do is create a
YouTube subscribe link:

50. ▷ Then, add that link as one of
your Channel Art links:
▷ Make sure to give your
link a compelling title:

52. “Things to
Remember
52

53. ▷ According to YouTube, the first 15 seconds of your video is
KEY.
▷ 90% of the best performing videos on YouTube have custom
thumbnails
▷ videos which are less than 2 minutes long rank worse (on
average) than videos that are between 2 and 20 minutes long.
▷ The more people click on your video, the more YouTube will
promote it.
▷ video title plays a decisive role in getting high YouTube ranking.

54. ▷ The video quality immensely contributes to your ranking!
Higher quality videos create more engagement, and the
algorithm detects it through various metrics. A 1080p or 720p
video is more likely to rank higher than a 360p or 480p one.
▷ YouTube search algorithm prefers channels that are topic-
specific. If the videos on your channel revolve around one
topic, there are more chances of it to get high ranking. It
becomes easy to search a topic-specific your channel.
▷ Remember, stuffing the description with the keywords falls
under Black Hat SEO, so refrain from it.

55. ▷ To appear in the YouTube search engine, you need to
increase the number of your subscribers. Channels with
more subscribers rank better. Therefore, you must urge your
viewers to subscribe to your channel.
▷ Never replicate the videos of other channels. Duplicate
content is discouraged by the YouTube algorithm. If the
original channel reported you, your channel could be
suspended or closed down by YouTube.
▷ As you know, the YouTube platform is mostly red, white and
black, So to stand out, you want to use colors that aren’t red,
white and black in your thumbnails.

56. Case Study
▷ The YouTube video recommendation system -
https://dl.acm.org/doi/10.1145/1864708.1864770
▷ YouTube Tags -
https://backlinko.com/hub/youtube/tags
▷ Youtube thumbnails -
https://backlinko.com/hub/youtube/thumbnail
▷ Youtube thumbnails -
https://creatoracademy.youtube.com/page/lesson/thumbnail
s#strategies-zippy-link-2

57. Thanks!
57